Design consultancy: Lewis Moberly
Advertiser: Newby Teas
The Client: Newby Teas - founded by philanthropist Nirmal Sethia - owned by a charitable trust and dedicated to his mission of reviving the lost art of tea.
The Market: Decline in regular tea in favour of coffee (UK) but new growth in premium speciality teas, including those based on non-traditional plants like Rooibos, Verbena, Peppermint etc.
The Product: A range of premium teas in individually wrapped tea bags and sold at 9x the price of a traditional cuppa.
The Challenge: To reverse a declining sales trend. Has been sold mainly to hospitality and department stores. Needed to break into mass UK retailers - Sainsbury's the prime target. Also needed to uplift around the world.